Rhetorical Analysis of the Persuasiveness of Advertising

Abstract

The critical analysis of marketing communications argues that the rhetorical elements of advertising – the verbal and visual signs and symbols—manipulate consumers to achieve marketing goals. In fact, this is the dominant practice of advertisers in Africa. Deeper analysis shows, however, that consumers are not simply carried along by mere Rhetorical Analysis of the Persuasiveness of Advertisingrhetoric but much depends on how consumers actively “make sense” of the signs and symbols of advertising in the light of the ruling ideology of a culture. This study therefore examines how marketers, advertisers and public relations practitioners can structure advertising with rhetorical power, but also with greater respect for the identity of the consumers.